TV streaming viewing is no longer just ad-free and on-demand.
Shifts in streaming behaviour, as well as the introduction of ad-supported streaming subscription tiers, are changing the landscape. In the past year alone, the number of Canadian TV streamers seeing ads has risen dramatically.
85% of Canadian streamers regularly watch streamed content with ads
According to our 2026 VOD Evolution survey, 85% of Canadian streamers now see ads when they sit down to watch TV, compared with 69% last year, and just 59% in 2023.
This rising trend is true for all TV viewers in Canada: Almost three-quarters (72%) of Canadian TV viewers – including those who haven’t cut the cable – are watching TV streaming content containing ads, and this is up from 55% last year.
So a larger population of Canadians is seeing ads in streamed content. How does this translate to time spent with ads?
Canadian TV streamers spend 10 hours a week watching ad-supported content
On average, Canadian streamers say they spend 23.8 hours a week watching any form of TV. For 10.2 of those hours, or 43% of their total TV time, they’re specifically watching ad-supported streaming, including live broadcasts and FAST channels.
Put another way, for every 60 minutes a Canadian streamer spends watching TV, 26 of those minutes is spent streaming content containing ads (43%). Last year, it was just 20 minutes.
This huge increase in time spent with ad-supported streaming content is reflected in ad spend – according to eMarketer data quoted by The Current, connected TV ad spend tripled in Canada in the three years to 2025.
What factors are driving this increase in ads viewed by Canadian streamers?
Most Canadians are streaming live TV and FAST channels
It’s clear from our research that TV streaming is transforming the cable TV landscape, as more Canadians are streaming live or scheduled channels, including broadcast TV and FAST.
Those Canadian streamers who stream live or scheduled broadcasts are now in the majority (56%, according to our study), while 43% say they are watching cable channels through streaming services.
It’s easy to understand why. We’re looking for the easy, lean-back experiences that these channels offer, and aren’t always in the mood to search for something new to watch – 44% of streamers told us that they find it “stressful” finding something new to watch on TV streaming platforms. Live channels let us switch on and chill out.
It appears ad-supported streaming satisfies a real need for TV viewers, particularly those seeking a more casual way of viewing that’s very much in the style of linear. Canadians cutting the cord are finding those experiences with streaming TV.
Smart TV use is rising in Canada
The proportion of Canadian streamers who watch TV shows or movies on a Smart TV has been steadily rising over the past half-decade, from 72% in 2021 to 82% in 2025. This aligns with Numeris data quoted by thinktv: 4 in 5 Canadians live in a household with a Smart TV.
As the majority of streamers use TVs with internet access, streamers are discovering much more ways to watch not only on-demand TV, but also live TV channels that never existed in traditional linear TV. With the growing adoption of Smart TVs, ad-supported TV viewing is in-turn, also growing.
Ad-supported streaming services remain popular among Canadians
It's been a few years since Netflix and Disney+ introduced ad-supported tiers of their subscription services, and they’re still proving popular among Canadians.
Our study found that Canadian streamers continue to opt for these ad-supported tiers – 9% said that they had started using a new free ad-supported platform, while another 9% said that they had downgraded a paid plan.
This continuing trend suggests that many subscribers are happy to take the ads in exchange for a smaller monthly bill. It’s also worth noting that ads on these “basic” subscriber tiers may be better received because streamers have opted into them – they’re part of the bargain.
Brands advertising on TV streaming access an engaged audience in a trusted environment
Due to a combination of increased streaming of live and scheduled TV, the availability of ad-supported streaming platforms, and wide adoption of Smart TVs – more consumers than ever are seeing video ads on TV streaming. Why is this important to brands?
It’s an opportunity. Advertisers have a lot more flexibility when it comes to streaming, compared with linear. Brands advertising on TV streaming not only get access to an engaged audience who have opted into ads, but they can also take advantage of the streaming sweet spot, which combines the impact and trustworthiness of TV, with the precision and insights of digital.
Brands can find the right audience with ads that work, thanks to granular segments based on Roku’s first-party and behavioural data – letting brands be a lot smarter by ensuring their target audience sees their ads.
With interactive ads, you can see just how effective that last campaign was, and tweak campaigns to optimize for impact.
While TV streaming behaviour continues to evolve, one trend is clear: Canadian streamers are spending more time with ad-supported content. Advertising on TV streaming lets brands meet them there.
To find out more about how Roku can help brands meet specific audiences, as well as how Canadian streaming behaviour is evolving, download the 2026 VOD Evolution report.
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